How to engrave an image on an another texture
You can make a bump map out of stretched noise texture for brushed effect with a black and white mask of the logo also using it for any differences in material properties of the engraved part. 



Edit: Sorry, I made a mess there. With bump darker is deeper, lighter sticks out, so the texture should be inverted - white is outside and black is inside. Then it can be mixed with the stretched noise and since we want the noise inside, the mix factor should be black(0) outside, white(1) inside and if we multiply it by a value, that value becomes the factor -1(white) multiplied by the value becomes the value. So it's possible to control the amount of stretched noise mixed in. You can also only mix the property values of one shader instead of mixing two shaders.